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在商场,新能源汽车新旧势力又一次交锋?

在商场开门店,仅仅只是跟风吗?

眼下,像奢侈品一样在中心商场开店成为新能源车品牌们共同的默契。

“一眼望去,各种新能源汽车门店一个挨着一个,搞得逛商场都快跟逛汽车城差不多了。”在网络上,不乏有人感叹新能源汽车品牌争先入驻商场的盛况,“摆在那里,新能源车的科技感瞬间把用户心理拿捏得死死的,很有可能让你逛着逛着就直接埋单提走一辆车。 ”

锌刻度注意到,这场由造车新势力发起的“在商场开门店”风潮,已经席卷多个老牌造车势力旗下的新能源品牌,更逐渐以“约定俗成”的态势,成为整个新能源汽车行业在布局线下销售渠道方面的关键一环。

传统造车势力纷纷把车开进商场

“您好,如果对这款车感兴趣的话,让我来给您介绍一下吧。”驻足在西南一线城市某商场首层中心的岚图汽车展台还没到两分钟,一位店员就主动来了张黎身边,“现在展出的这款车型分油、电两种,如果要试驾的话,可以看您的需求安排,30分钟左右就能实地体验到......”

张黎没想到,自己只是逛街时随意看了一眼,就被动了解了一番一个新的新能源汽车品牌的相关信息,“说实话,我之前都没听说过岚图,还是店员告诉我他们是东风汽车旗下的新能源汽车品牌,那一说到东风我就知道是老牌油车制造商了,没想到他们也出了新能源车,而且还进驻了商场。”

张黎告诉锌刻度,之前她和朋友逛街时,也看到过小鹏、蔚来、理想、哪吒等被称为造车新势力的品牌门店,但不知从何时开始,这股“在商场开门店”的风潮,覆盖范围逐渐变得越来越广,“能看到很多之前没听说过的汽车品牌开进了商场,有的是门店、有的是展台,光这个周末我就看到好几个品牌,都在商场附一到二层的不同中心位置搭好了展台。”

根据张黎提供的信息,锌刻度也探访了这个商场,发现实际情况的确如其所言,包括极狐、坦克、上汽大众、合创汽车、长安福特、小鹏等新老造车品牌在内,或是以门店之势、或是以展台之姿,那齐聚在商场同一层的揽客“修罗场”,让人仿若置身于汽车城现场。

“我们的门店还没有装修好。”一位合创汽车的工作人员告诉锌刻度,他们是广汽集团和蔚来汽车联合打造的新能源汽车品牌,之所以选择搭建展台对外输出品牌,只是因为其门店还在装修。而同样只设置了展台的岚图,其工作人员则告诉锌刻度,这只是他们的其中一个展厅,虽然他们的门店距离该商场6公里左右,但试驾车就停在商场停车场,想体验也很方便。

其实此前锌刻度就注意到,造车新势力们纷纷将车开进了商场,还争抢起了商场的黄金地段。在《橱窗中的新能源汽车:一场新型消费业态的加速更迭》一文中,也提到了“手捧奶茶提着购物袋进店了解并体验新能源车,正在成为一种新的商圈逛街常态”。

但随着这波逛街新潮流的不断发展,诸多老牌造车势力也将其推出的新能源汽车开进了商场,上汽大众汽车门店的销售人员直接对锌刻度表示,新能源汽车在商场开设门店已经成为行业共同的默契,“大家都是这样做的。”而顺应潮流,甚至连坦克这样的非新能源汽车品牌,也将自家油车开进了商场门店里,可见其火爆态势。

就连油车也顺应潮流开进了商场

但随着这波逛街新潮流的不断发展,诸多老牌造车势力也将其推出的新能源汽车开进了商场,上汽大众汽车门店的销售人员直接对锌刻度表示,新能源汽车在商场开设门店已经成为行业共同的默契,“大家都是这样做的。”而顺应潮流,甚至连坦克这样的非新能源汽车品牌,也将自家油车开进了商场门店里,可见其火爆态势。

商场门店成连接消费者的“桥梁”

传统汽车势力在商圈为自家新能源汽车品牌开设门店,仅仅只是跟风吗?实际上,这背后还有对其未来发展的更深层次考量。

仅以品牌知名度而言,哪怕是传统燃油汽车领域中极富盛名的上汽、北汽等汽车集团品牌,转向新能源领域发展之后,很多消费者依然不了解其旗下新能源汽车,相关价格、性能、品牌背景等方面的信息。

就好像不少如张黎这样的消费者,在店员介绍之前并不知道岚图隶属于东风、极狐隶属于北汽、合创汽车是广汽和蔚来联手打造一样。而在这之前,那些新能源汽车品牌或借助于投放广告、或被媒体大面积曝光,早已受到了更多用户的关注和拥护。

从这个角度来看,传统造车势力旗下新能源汽车品牌,或许比造车新势力更需要一个和消费者直接链接的通道——在商场开门店,正是这样一种担任着“桥梁”角色的存在。

东风汽车旗下的新能源汽车品牌岚图

在过去,传统汽车4s店主要提供汽车销售和售后服务,偏向于经销商性质。因建设成本问题,店面多位于郊区,不过选址对购买行为的产生影响并不大,消费者一般对于所要购买的车型有清晰的目标。

可惜尽管老牌造车势力拥有独特的历史积淀,对消费者的吸引力仍然局限于他们的传统势力范围,也印证了更多消费者的疑问,“虽然你能做好油车,但电动车完全是另一种商品,在这个新行业大家或许都站在同一条起跑线上。”

而现在,就众多老牌造车势力旗下的新能源品牌的线下选址而言,优质的高端购物中心,依靠庞大的商业体量、多元化的商家品牌,以及定期的各类营销推广活动,往往拥有着极其庞大且非常稳定的中高收入客群。

正如一位消费者所说,“即便我不买,路过那里也会看一眼,时间久了,搞不好又想进去近距离瞄一眼,再时间久了,也许就成了车友,最后或许还会顺理成章买一辆试试。”

借助在核心商圈的人气,在中高端优质购物中心最好的位置,开设旗舰店或者体验店,完全可以在消费者心中快速建立市场认知度、展示它们的实力,并进行推广。其中最直观的一点就是,至少能让消费者明白这款新能源车出自老牌大厂。

更关键的是,若想要快速拓展影响力、进行产品精准宣传,进驻商圈也完美契合了他们的需求,即在商业中心,不管是直营店还是分销店,并不仅仅是给消费者划定一个线下消费场景,还提供了品牌宣传、汽车展示、个性化产品定制、试驾等多种功能,可以多角度、全方位占领用户心智。

以上重重优势叠加,在商场开门店就变得更加合情合理了。

售后成为新赛点

“我们全国的售后店有1000多家,各方面的服务肯定是有保障的,不会像很多造车新势力那样,完全是贴牌生产可能连售后都玄。”这一席话来自上汽大众的门店工作人员,其实也讲出了传统造车势力在商场开门店的进一步野心。

售后门店过千的上汽集团

事实上,随着新能源汽车行业的蓬勃发展,造车新势力的出现之初对传统车企着实有过不小的冲击。在大众眼中,新势力车企普遍采用直营模式,厂商相关人员直接参与售后服务。其中部分品牌还建立了车主沟通微信群,随时解决各种与车相关的问题。更重要的是,新势力车企还推出了诸如免费取车、免费保养、免费流量、免费道路救援等一系列终身免费服务。

相较之下,传统车企的售后服务一直问题不断。基于汽车门网的投诉数据分析可知,无论是BBA三强还是头部自主车企,人员技术和不解决问题都是传统车企售后服务领域普遍存在的典型问题。

眼下,有相关报道显示,传统车企在新势力车企的影响下,其售后服务体系已悄然进行了升级。据悉,领克、红旗、长安欧尚、捷途等传统汽车品牌都推出了终身免费维保服务;广汽本田、吉利汽车纷纷推出了“透明车间”系统,车主可以随时通过手机查看车辆的维修保养进度;长安福特在“透明车间”的基础上,再次新增“上门取送车”服务。 

这些基于全新的技术理念和售后服务理念的“新售后”服务,建立了传统汽车厂商与用户直联的全新关系,并贯穿车辆整个生命周期。一开始是新势力造车稍微多做一点点,立刻领先一小步,而现在却是传统车企迎头赶上,售后差距逐渐缩小。

更重要的是,一旦重视起售后服务,传统车企的多年底蕴和实力,是造车新势力在短时间内难以弥补的。

根据统计,目前北汽好修养、上汽通用车工坊网络布局均超过1000家,在厂家自建维修体系规模上名列前茅。2021年1月11日上汽通用汽车车工坊第1000家门店在重庆开业,车工坊的门店已遍布全国,会员人数突破100万。

对比一下蔚来,2021年第四季度财务报告电话会议中提到了其线下门店的布局规划:截至目前,蔚来已拥有23个蔚来中心,203个蔚来空房间,覆盖中国121个城市。2021年计划再增加20家蔚来中心和120家蔚来空间,使2021年蔚来汽车门店总数达到366家。

二者间的数量差距可见一斑。这一番“师夷长技以制夷”的举措,或许正说明老牌造车势力想以商场直营门店串联起其余售后门店的方式,发起对造车新势力的新一轮围剿。


知道了